CONNECTING WITH THE SQUARE DANCE COMMUNITY - EMAIL MARKETING
The key to establishing the correct objectives for your email marketing initiative is to align them with your club’s, society’s or association’s wider marketing objectives. Is the objective for example, your club having more people attend your upcoming Square Dance Event or to establish a new beginners’ program? Planning what you want to achieve with email before you start sending makes it much easier to identify what to send and who to send it to, and helps you create focused, high-performing email campaigns to improve your marketing objectives.
What makes a good Email?
Following are some tried and researched tips for building an effective email marketing strategy to enhance square dancing.
1. Design
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As with any other written content, the structure and layout of the email content helps to draw people into reading your content while guiding them toward the email’s call to action. The content you choose to include in your email must have a strong impact on your audience.
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Write your email for easy reading. This helps grab people’s attention. The email marketing content strategy basically revolves around the basic K.I.S.S principle (keep it short and simple).
2. Appropriate subject line
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Successful emails have a succinct headline that highlights the key message of the event or program, as well as supporting information and visuals to help convince readers about the benefits of clicking-through.
3. Use Images and Visuals to Boost Engagement
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Good images, with minimal text are certainly more eye catching than mere walls or blocks of text.
4. Maintain Brand Integrity and Identity
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Email campaigns are more effective if they are aligned with the logo, colours, fonts, and branding you use across all your other dancer touchpoints like website, Facebook etc., so that they will have a consistent experience with your identity.
5. Quality content is most crucial element
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Content matters. It is effectively the voice of your club, association or society that reaches your existing or potential dancers first. Be creative with your content, but be clear and concise so they don’t have to guess what the point of your email is.
6. Automation
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Advanced email marketing tools like https://mailchimp.com/ and others will give you the ability to automate your emails. The adjacent image is a simple email created in mailchimp which can be sent to everyone via the club’s society’s or association’s email database. All of the Email Marketing Services have easy to sue templates. Please note, there is a cost to access their full functionality. With the ability to automate your email marketing campaign, you can have emails sent automatically at specific intervals or as a result of specific triggers.
Email is an important component of every digital square dancing marketing plan because of its effectiveness in informing existing members or attracting potential new dancers. However, before jumping in head first, it’s worth taking a minute to think about your objectives and what you really want to achieve with email, as that will determine the type of campaigns you send, who you target, and the content you include.
Click on the above image to download PDF file.
FREE EMAIL MARKETING TOOLS
Sendinblue https://themeisle.com/blog/go/sendinblue/ Mailchimp https://mailchimp.com/
Benchmark https://www.benchmarkemail.com/ OmniSend https://www.omnisend.com/
Sender https://landing.sendinblue.com MailerLit https://www.mailerlite.com/
Email marketing is a vibrant and powerful way to connect with dancers. Email is the number 1 communication channel. 99% of people check their email on a daily basis. That can’t be said of other communication channels like Facebook or Twitter. Clubs and societies already have an email database and the use of Email marketing tools would enhance their marketing and promotion campaigns.